Continuing the Language Shift – BTW Don’t Skip This!

The language shift in business isn’t coming—it’s already here.

More and more, I find validation in the evolving job titles across industries. Roles are being redefined. Words are being elevated. And with that shift comes a change in how professionals see themselves—and how customers perceive them.

I’ve also been receiving thoughtful suggestions from peers across the industry. Those ideas will continue to shape future versions of The Rise of the Specialist. This isn’t static—it’s a movement that’s growing.

One of the most powerful reinforcements of this idea came from reading Unreasonable Hospitality by Will Guidara. If you haven’t read it yet, it’s a must.

At first glance, it’s a book about restaurants. But it’s really about identity, professionalism, going above and beyond, experience, and the intentional use of language.

In top-tier restaurants, they don’t use the terms “waiter” or “server.” Instead, they use the title Dining Room Professional. Imagine that!

That shift is not cosmetic—it’s transformational.

It elevates the role.
It changes expectations.
It reinforces pride.
And it communicates professionalism to the guest before a single word is spoken.

Sound familiar?

In elite auto repair shops, we’re making that same shift.

We don’t have “mechanics, techs, or diagnosticians.”
We have Specialists.

Because that’s what they are.

Highly trained. Continuously learning. Solving increasingly complex problems. Delivering outcomes that require mechanical and technical expertise and critical thinking.

Language shapes perception.
Perception shapes value.
And value shapes trust.

What’s exciting is that this isn’t isolated to one industry. We’re seeing a broader movement—where language is finally catching up to the level of professionalism required in today’s work.

If you haven’t yet read The Rise of the Specialist, I strongly encourage you to do so. HERE.

It’s a short read—but a powerful one.

Because this isn’t just about changing titles.

It’s about changing how your team sees themselves.
How your customers see your business.
And ultimately, how your value is understood and appreciated.